What if nothing works?

I'm following many email experts, and we all write about revenue maximization.

Segment your audience, do a lot of A/B tests, clean your list often, be consistent, always provide value, etc.

What if nothing works?

I had a client whose brand was making around 100k per month, but I couldn't reach even 10% with email. The usual numbers are from 20% to 40%. Whatever I did, campaigns were just around a couple of hundred $.

In a situation like this, if you are 100% sure you gave 101%, you have to go a step back.

What's the step back in Email marketing? It's traffic on the website.

Even with the worst subscription forms, you will gain some subscribers, but their quality is questionable.

Traffic is the fuel of email marketing. But it has to be premium.

How can I know if my traffic sucks? Just look at these 2 numbers:

• Average monthly traffic
• Conversion rate

You could look at many other metrics, but if your average monthly traffic is high, and your conversion rate is low (compared to industry benchmarks) you are in trouble, my friend. (The prerequisite is that your website is up and running nicely, of course)

So, if that's the case, YOU CAN STOP BLAME ME!

But that's not a solution, we just realized I'm not the worst guy ever.

Once you realize, you have a problem with traffic quality, visit your Google Analytics (or any similar tool) and find out what's the traffic source.

I am not an advertising expert, but the problem is probably not coming from direct visitors or from your Google ads.

In most cases, low-quality traffic is coming from social platforms.

The difference between Google and Facebook (for example) is simple. On Google, they saw your ad because they were searching for similar keywords, while on Facebook, people were living their life, and based on some conditions, Facebook thought your ad might be interesting to them.

If your ad is catchy, or mysterious, thousands per day will come just to see what's behind that ad without any intention to move forward. When they see your subscription form, they might subscribe in case they need you 116 years after Elon Musk colonizes Mars.

So, when someone asks: why the revenue from email is low, I have 50K subscribers - The paragraph above could be the answer.

Problem solution - rework your advertising strategy and work more on social platform targeting.

Bragging with many visitors is like doing the same with many likes on Insta posts. Where's the revenue here? You are not an influencer, you are selling a product or service, and visitors will not pay bills.

I still stand behind the words that Email marketing is the most powerful channel, but to make it successful you need quality traffic.